Procter & Gamble brings bladder leak awareness to NFL advertising

Procter & Gamble intends to make bladder leaks and incontinence a central theme in its advertising for the upcoming National Football League (NFL) season. The consumer goods giant announced it will launch an extensive campaign for its Always Discreet range of incontinence pads, with the majority of spots scheduled to air during NFL broadcasts. Melissa Suk, vice president of Procter & Gamble’s North American adult incontinence business, stated that professional football is the most-watched sport among the brand's target demographic. In a recent interview, Suk added that the campaign was shaped by following their consumers to where their interests lie, which includes watching the NFL. American football has long been a primary venue for beer advertising. Procter & Gamble now aims to utilise the same platform to address bladder leaks, which can be a consequence of fluid consumption. This report was published by Variety. Suk noted that the targeting of NFL audiences is based on consumer viewing habits and a focus on the women who comprise the product's core market.